Uncategorised

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Managing a heritage brand: How to keep it relevant…

Managing heritage brands, in todays’ fast moving markets is not easy. But it can be done very effectively and with outstanding results. It starts with understanding the consumers’ emotional journey with your brand. Once you understand this emotional journey you will have the secret to stay ahead of the competition.

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How can I differentiate my brand from the competition?

Understanding the consumers’ emotional journeys helps us to understand how and why they react as they do. While trying to understand their rational thought process is impossible because, in truth, it does not exist.

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How do I find out what’s the best flavour?

When launching a new or modified product, it is generally targeting a slightly different niche in the market. Traditional research may tell us that consumers want these products to taste the same as the product that it is replacing, but that is just a reflection of how little consumers know about themselves and a major weakness of traditional research.

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How using emotions helped Nescafé beat the competition in the Philippines

If Nescafé was to maintain its dominance it had to deliver greater stimulation and pick-me-up values in some regions while, from the same formula, it had to deliver more warming, soothing, calming values in others.

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Understanding the story of your brand

In the same way that we understand our own relationships by understanding how they evolve, Brand Owners, also need to understand how the relationship between the consumer and the brand is created, how it evolves, builds and deepens – or disintegrates.